Holid-AI: The 3 Ways Consumers Are Really Using AI This Season

And why it says more about joy than technology.

The holidays come with a lot of moving parts: the planning, the juggling, the “don’t forget lists.” No surprise that AI is playing an increasingly important role for many Americans, but not in the way most people predicted.

Most AI stories focus on the tech innovation. This one focuses on people. The data shows how consumers are redefining what they want AI to do for them, not what retailers think shoppers need it to do. And what they want has less to do with efficiency and far more to do with joy.

Most AI stories focus on the tech. This one focuses on people.

Retailers think AI will help shoppers find products and deals faster. But consumers aren’t actually using AI for that. In fact, finding deals is the only declining use case in our November survey, down 12 points.

What’s growing? The things that actually make the holidays joyful: creativity, planning, and emotional expression.

Here are the 3 key Holid-AI season themes.

1. AI as The Creative Elf

The inspiration engine: gift ideas, personalization, and hosting creativity.

When it’s 11:30 pm, and you still haven’t figured out what to get your nephew who “doesn’t need anything,” or when you want to elevate a holiday gathering but don’t want to spend three hours searching for inspiration, AI is helping you find the joy with more confidence and less stress. It is the discovery of the perfect gift and the perfect menu. There is joy in that journey, and AI is simply making it easier to get there.

Percent report using AI occasionally, quite a bit, or a lot (change vs 2024)

• 47% say they will use AI for gift ideas (+12)

• 41% for personalized or unique gifts (+10)

• 35% for hosting ideas (menus, decor, invites) (+7)

2. AI as The List Helper

The practical partner: planning, logistics, budgeting, and organizing.

AI is stepping in so the logistics don’t crowd out the joy. Consumers want AI that helps them feel less stressed, more organized, and more emotionally available to the people around them.

Percent report using AI occasionally, quite a bit, or a lot (change vs 2024)

• 40% for budgeting (+7)

• 37% for to-do lists and schedules (+6)

• 34% for travel and family logistics (+9)

Consumers don’t want AI to be a deal finder. They want it to be a joy creator.

3. AI as The Spirit Builder

The emotional enhancer: playlists, messages, mood-setting, meaning-making.

This is the part of the story we do not talk about enough. AI is helping consumers elevate the emotional tone of the season: the messages, the mood, the music, the moments. It is helping them express themselves more clearly and create environments that feel warm, personal, and intentional.

Percent report using AI occasionally, quite a bit, or a lot (change vs 2024)

• 38% to set the holiday mood with playlists and movie suggestions (+8)

• 38% for writing cards, captions, or messages (+9)

So What? Now What?

Consumers want AI to be a joy creator, not just a deal finder.

The gap between what the industry is building and what consumers actually want is widening. Retailers are investing heavily in AI shopping bots, deal engines, and faster checkout. But consumers are using AI for something much different: inspiration, organization, emotional lift, and mental clarity.

The opportunity this season is clear. Use AI to support people, not just transactions.

Give consumers tools that help them think better, feel more confident, and bring more joy into their own homes, not just a discount.

That is where the real joy and growth begin.

Data source: Lisa W. Miller, Joouney Back to Joy Research

N=1,000 consumers, 18+ years old, data collected week of November 17, 2025

AUTHOR BIO

Lisa W. Miller is a Chief Insights and Reinvention Officer who helps organizations understand people, anticipate change, and act on what matters most. A Certified Speaking Professional and Certified Reinvention Practitioner, she blends deep consumer insight with practical tools that leaders can use right away.

With three decades of experience and nearly one million consumer conversations, Lisa brings both a corporate and consulting perspective. She built her early career in brand management and insights at Frito-Lay and PepsiCo and later led consumer insights for Brinker International. Today, she advises brands across restaurants, retail, fintech, hospitality, and healthcare through custom research and strategic guidance.

She also leads The Business of Joy, a platform that includes national sentiment tracking, thought leadership, and a weekly podcast on leadership, culture, and growth.

Lisa is a three-time EFFIE Award winner, a recipient of the David Ogilvy Research Award, and the author of The Business of Joy. Her research and commentary have been featured in The Wall Street Journal, NBC Nightly News, FOX, and more than 300 media interviews. Her core belief guides all her work: growth begins when joy is greater than fear.